Discovery Communications’ Eurosport unit and Snap have formed an agreement to create Olympic content for Europe on Snapchat’s Discover platform.

The companies said it was Snap’s first multi-language European deal.

Related: Discovery Selling Mobile TV Olympic Rights in Europe

The plan is to attract younger viewers with mobile content offering behind-the-scenes action from Olympic events including snowboarding, downhill and freestyle skiing, and ice hockey.

Discovery’s ad sales teams across Europe will be able to offer brands the opportunity to reach younger, digitally minded viewers through Snap ad packages.

“We are thrilled to bring the excitement and passion of the Olympic Games directly to Snap’s dynamic and engaged younger audience, allowing Discovery to deliver on its promise to bring the Games to more people across more screens in Europe than ever before" said Michael Lang, president, international development and digital for Discovery International. “This partnership delivers original content, through Discovery’s unparalleled and innovative storytelling of the Olympic Games, to one of the most powerful and influential social media platforms in the world.”

Ben Schwerin, vice president of partnerships for Snap, said “Snapchat gives sports fans an unparalleled way to experience the Olympic Games and engage with their favorite athletes and teams. Discovery has already been a great collaborator for us, reimagining their iconic Shark Week franchise into a show for Snapchat. We’re thrilled to be expanding our partnership to give Snapchatters across Europe the best Olympic Games experience possible.”

Discovery and Snapchat already work together in the U.S. where Discovery creates mobile shows for Snapchat’s Discover platform. During Discovery’s Shark Week, 17 million viewers watch Shark Week on Snapchat.

Snapchat is used by 57 million people daily in Europe, the company said.

“We couldn’t be more excited to be the ‘The Home of the Olympics’ on Snapchat in Europe, and to give our Olympics sponsors and advertising partners exclusive access to the audiences and conversations that only Snapchat can deliver during one of 2018’s most high-profile sporting events,” said Jonathan Davies, managing director, International advertising partnerships for Discovery and Eurosport.

MTV will look to attract millennials with a different beat, adding more music-themed programming – including the network’s first live music show in two decades -- to its lineup of scripted and reality fare, the network said prior to its upfront presentation Thursday in New York.

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Under the leadership of new president Sean Atkins, MTV will return to its music roots 35 years after it launched as a music video-based network. The network’s 2016-17 programming slate of 14 new series and specials will feature several shows offering a music/pop culture theme, beginning with the series Wonderland, a weekly show that will feature live musical performances along with comedic performances, according to the network.

“We’re on a mission to reignite MTV with everything that makes it one of the world’s most iconic brands  – its soul of music, its love of pop culture, and its unexpected, groundbreaking creative,” said Atkins in a statement. “What we share today is just the beginning, but it’s a strong first step in the journey and shows how aggressively we are moving to energize the extraordinary promise of this great brand.”

Along with Wonderland, the network announced several other new music-themed, series including a yet-untitled competition series from prolific unscripted series producer Mark Burnett and a reboot of its classic music series MTV Unplugged.

The network will also develop new projects with such music celebrities as rapper Pitbull (Miami-based drama 305) and John Legend (hip-hop comedy It’s the Real).

Among other new shows greenlit by MTV are Sweet/Vicious, a dark one-hour dramedy about odd-couple vigilantes avenging sexual assault victims on a college campus; The Outsiders (working title), a docuseries following families living on the fringes of society; Acting Out, a series in which hilarious stand-up routines are reenacted; Mary + Jane, a comedy about enterprising weed dealers navigating L.A. hipster culture; Shinesty (working title), a docuseries on the outrageous upstart millennial fashion brand; MTV’s The Investigation (working title), which follows the legal cases of the wrongfully convicted; Stranded With a Million Bucks, a reality competition series that employs drone cameras; Loosely Exactly Nicole, a scripted comedy starring and adapted from the life of Girl Code alum Nicole Byer; Going Off (working title), a dance docuseries set in the studio of master choreographer Tricia Miranda; and The Almost Impossible Game Show, a new competition format adopted from the hit UK version.

On the social media front, MTV will bring back its classic series Cribs on Snapchat Discover, one of two new series slated for that service. Artists Mac Miller, Austin Mahone and Travis Mills will be among the first celebrities on the reboot, which will feature a tour of a celebrity’s home in each episode, MTV said.

The second Snapchat series, Pants Off, is an 8-episode series on sex and relationships hosted by MTV Braless host Laci Green.

Comedy Central is expanding its Discover channel on Snapchat with a slate of original series created exclusively for the digital platform.

The network announced renewals for Quickie With Nikki, its most popular Snapchat series, which will return April 19, as well as Swag-a-Saurus With James Davis, Like It With Liza and Hot Takes With Brandon Wardell. It also has greenlit nine new series encompassing animation, sketch, stand-up, reality and late night.

The new series are the comedian-focused 7 Mins in Purgatory, animal facts-rich Animal-Lolz, animated Bert’s Dreams, competition series spoof Deadliest Chef, sketch series Guber Pool, time traveling Messages From the Future, the Hudson Brothers’ animated series The Lounge, Mike Lawrence’s You’re Wrong, and an untitled late night series from Emily Candini and Dave Horwitz.

Snapchat Discover launched in January 2015, offering snackable clips from entertainment outlets.

Read more at broadcastingcable.com.